OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026
Construction and heavy-equipment rental software remains fragmented across legacy tools built for industries that demand precision and reliability. RUX was built to fix that, integrating accessible, high-performance Business Applications to drive measurable impact.
Problem The software enterprise resource planning space has no shortage of vendors or options. RUX needed a brand that could cut through the noise, establish trust, and communicate precision, reliability, and operational efficiency in an industry where credibility is earned over time and lost quickly.
Solution We built the RUX brand to project confidence and stand out from competitors. From naming and strategy to identity and launch materials, every touchpoint was designed to position RUX as a trusted partner in a crowded market.
STRATEGY Business applications often force companies into a one-size-fits-all approach. RUX tailors each solution to the specific needs of its clients and builds vendor relationships designed to last for decades. The brand needed to reflect that same longevity while remaining flexible enough to feel custom to every engagement.
BRAND To position RUX apart in its industry, we built a brand that felt bold, rugged, and no-nonsense. The brand utlized strong typography, a unique color system and a digital grit to help signify their industry knowledge and tech-forward approach.
DESIGN SYSTEM To bring the RUX brand to life and position them as trusted industry leaders, we designed and built a new site for the company and created collateral to introduce the brand to rental companies at industry events.
"Working with Company Policy far exceeded my expectations - building the brand and creating a market differentiating presence for Rux Software created a high impact launch for the business! It’s no easy feat to create a brand that attracts both prospects and invigorates existing clients.”
NATALIE LEMKE,
CEO
RUX builds tailored Business Applications for the operational complexity of construction and large scale equipment rental. Following an acquisition of Open Door Technologies, their founding team was in need of a new name, brand identity, and launch materials to position them in a crowded marketplace.
Company Policy led the complete brand build, from naming and strategy to visual identity and launch. The brand was designed to communicate the reliability and longevity that customers in this industry expect from their vendors. Bold typography, confident color, and focused art direction signal RUX’s industry expertise, adaptability, and tailored approach to building business applications.
To bring the brand to life we designed and launched their new site and created collateral for industry events as they grew their client roster and recruited top talent.
COMPANY POLICYTEAM
ADAM KATZ: Creative Direction
GAUTAM RAMDURAI: Strategy
CHARLOTTE KELLY: Copywriting
NICOLE BANDA: Project Management
OLIVER HILLIKER: Motion Design
SIMON HAYES: Design
HIYA SINGH: Design
MAXINE TSANG: Design
CHERYL KAO: Design
SAM CHARPENTIER: Development
CLIENT TEAM
GEOFF MILLER
SLOANE HASTINGS
NATALIE LEMKE
MEGAN DAVIES
JACK ELDER
TYPOGRAPHY
NUDGE: VERY COOL STUDIO
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
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